Controlled Disruption™ allows you to challenge the status quo and create a new reality in which your brand is the leader, market leader, thought-leader or both. We are experts at applying it to product innovation and brand positioning, ensuring you create disruptive opportunities with an implementation roadmap, cross-functional alignment and a lasting change of organisational mindset.

Innovation.
Brand Positioning.

In our blue ocean

“We came to Flying Fish Lab with a problem that we didn’t really know how to solve. We wanted to create disruption without jeopardising our current business; 'controlled disruption' seemed perfect for our challenge. They helped us bring breakthrough thinking and a new mindset… to the team. The approach was truly different and led to fantastic results!”

Sandra Loeb

Global Brand Director for Lux

The challenge

LUX tasked us with repositioning their core ahead of a global relaunch. Our challenge was to find ways to appeal to a new, younger audience, without alienating the existing customer base.

“The workshop really engaged and challenged our thinking, and the output provided the basis for innovative plans that we’re excited to activate in the market.”

Claire Sullivan

Marketing Director

South East Asia

The challenge

UFS was looking to create a disruptive go-to-market plan that would help them relaunch a Western sauce portfolio in Southeast Asia, where a certain ‘novelty fatigue’ had already set in within the market.

“Flying Fish Lab succeeded in helping AXA stakeholders embark on a whole new journey: Uncovering opportunities to promote protection to our customers. We will definitely continue working with this fresh perspective and disruptive point of view. I warmly recommend Flying Fish Lab to anyone who would like to bring success to their projects.”

Myriam Radiguet

Value Proposition Marketing

The challenge

AXA asked us to develop a fresh way to educate and sell a new insurance product to millennials. By creating an innovative go-to-market strategy we cut through the clutter to resonate with this core target market, encouraging them to buy a product that wasn’t top of mind.

“From inspiring crowdsourcing ideas, to an effective challenger thinking workshop, Flying Fish Lab supported our multidisciplinary and international team in building a comprehensive pipeline of concepts. Bringing innovative and successful products into Sennheiser’s future roadmap was a great experience.”

Emmanuelle Casado

Strategy and Business Development, Consumer Electronics Division

The challenge

We were tasked with finding ways to disrupt a category crowded with well-established competitors. In doing so, we helped Sennheiser identify an opportunity to reinvent the business traveller experience, and help them build an innovative new product development pipeline.

“Developing breakthrough innovations that have the potential to disrupt a category is one of the toughest jobs a marketer faces. Flying Fish Lab’s combination of crowdsourcing and challenger brand workshops kick started our project into high gear. It forced us out of our comfort zone and opened up new possibilities for the team to build on. The result is a pipeline with several interesting projects to progress.”

Emma Smith

Portfolio Marketing Manager

The challenge

Be Natural is a cereal-based healthy snack brand with ambitions to be a leader in the mainstream natural foods movement. However, on supermarket shelves filled with ‘me too’ competitors fighting a price war to the bottom, they needed a transformative product to reinvent on-the-go snacks and nutritious breakfasts for consumers.

“We went to Flying Fish Lab to create a new platform. We were delighted to challenge boundaries with crowdsourcing and multi-functional experts from different markets. The output exceeded our expectations, the result of a great cooperation and great understanding of our consumer challenges.”

Brigitte Zeller

Director Global Innovation Consumer Brands

The challenge

Anchor wanted to enter a new section of the chiller cabinet – yogurts – and understood that doing so would require an innovative, breakthrough approach to stand out and win over consumers. Our challenge was to create a new product that would not just disrupt the category, but the way consumers saw the product and category itself.

“Creativity is at the heart of what Cannes Lions represents and it was inspiring to work with Flying Fish Lab to creatively look at reinventing our Tangrams Effectiveness brand.”

Terry Savage

Chairman, Cannes Lions

The challenge

A joint event organised by Haymarket and Cannes Lions, The Tangrams Effectiveness Awards is one of an increasingly crowded calendar of marketing conferences. How could we reframe the way marketers look at and consider Tangrams, and turn it into the ‘must attend’ event of the year?

“Our objective was to develop innovation and renovation ideas that challenge the category status quo. Working with experienced marketers, though ensuring there is deep category knowledge, sometimes hampers potential out-of-the box thinking. The process recommended by Flying Fish Lab helped us bridge that gap. Crowdsourcing ideas helped us think beyond the box and their workshop activities pushed the limits by changing the ‘rules of the game’. We achieved our set objectives with a great process, and it was a wonderful and enjoyable experience. Flying Fish Lab is one of the best I’ve worked with.”

NG Hock Yam

Category Leader – Cold Solutions Nestlé Professional Beverage Centre

The challenge

Nestlé wanted to shake-up the world of cold beverages and challenged us to help them create an innovation roadmap for new cold drinks to be ordered in restaurants that inspired and engaged millennials.

"I have worked with a number of consultants and I must add that Flying Fish Lab, approach is very refreshing - from co-creation to Controlled Disruption and Outlooking just to name a few. Their approach, ideology and method has helped our team immensely re-look our brand positioning and get to the essence of our brand to find new purpose."

Nasen Xavier Thiagarajan

CEO

The challenge

Harry’s chain of bars is well established in the Singaporean market, but their business is operating in an increasingly competitive environment. We were tasked with repositioning this established food and beverage brand for a new audience, and create opportunities for international expansion.

Unilever – Lux

Unilever – Food Solutions

AXA Insurance

Sennheiser

Kelloggs – Be Natural

Fonterra – Anchor

Tangrams Effectiveness Awards

Nestle Professional Beverages

Harry’s

Who we are

Our team of seasoned professionals act as catalysts, facilitating disruptive co-creation programmes across a diverse cross section of industries.

MÁRIO BRAZ DE MATOS

Mário is an open innovation catalyst and challenger associate, who channelled over a decade of client side-work with Unilever and Nokia into an entrepreneurial career across different industries and geographies. Having worked in over 30 countries, he’s spent the last decade based in Singapore, working on global innovation, positioning and other brand development projects.

JOËL CÉRÉ

Joël is an all-round innovation and communication expert who has advised FTSE100/F500 companies across the world while leading transformational projects with global agencies. A thought leader in creative crowdsourcing, he often speaks at industry events such as Cannes Lions, Spikes Asia, Crowdsourcing Week, AdFest, AdTech and Social Matters.

Paul Emmerson

Paul is a brand consultant and open innovation catalyst. After founding the award-winning ‘The Good Agency Asia’, he took on client-side roles developing global brand strategies, most recently for SilverNeedle Hospitality (now Next Story Group) and J.F. Hillebrand Group.Having spent the past 18 years in Asia, he has now settled in Singapore and is focused on open innovation through the lens of Controlled Disruption™.

Cathy Bautista

Cathy is an ever-curious pathfinder whose passion for fuelling business growth through innovation guided her through a strong career with Unilever as Marketing Director: Global & AAME Dressings UFS. She is markedly analytical, transforming insights into commercial solutions, and balancing global strategies with local implementations. She is a partner and runs Flying Fish Lab’s Australia office.

Andrés Torbado Quiñones

Andrés is a serial entrepreneur and a digital explorer with a corporate client’s side background. He's worked for FMCG giants Unilever and Colgate where he acquired strong marketing expertise, followed by Media companies – across Spain, UK and Singapore. He is a relentless innovator who is always committed to deliver the next marketable solution. Andrés has an unusual combination of strong analytical skills, business sense and passion for creative disruption. When he’s not busy creating the breakthrough business idea, he’s the partner in charge of our office in Europe.